How To Increase Ice Cream Sales In Winter

Tackling Seasonality

Losing footfall during your off-peak season is a natural concern when your business rates remain constant. You’re placed in a difficult position. Do you close for the winter and risk losing custom from Christmas visitors? Or do you remain open throughout the cold and rainy months, paying for overheads you otherwise might not have used?

The healthy eating, clean living boom, the growth of veganism, and a concern for rising obesity levels has made full-fat dairy ice cream a public enemy in some circles. And however much people enjoy ice cream, the fact is fewer people are eating it in winter.

We spoke to two Welsh ice cream parlours, one which closes for winter and one which doesn’t, to help you decide what’s best for your business.

Know When to Close

Eirlys Cole, owner of Llanfaes Dairy, closes shop during January and February, taking advantage of the drop in demand for ice cream to deep clean and have her equipment serviced. This compromise not only saves her potentially wasting her resources, but also makes sure her machinery is in excellent condition for the upcoming surge in springtime business.

And it keeps her customers keen to return once the chill thaws.

“March and April are usually busy," says Cole. "People are ready for their ice cream fix after we have been closed for two months."

Subzero, however, remains open through the winter months because as GM, Dave Battman says, "We have always done things a little bit different than most.”

The brand is built on creating a space for the local community to visit.

Battman says, “Our customers recognise us as a destination and ‘Let’s go for a Subzero’ is heard far more often than ‘Let’s go for an ice cream’.” - which might be the reason the parlour is still populated by guests in their pyjamas at 10 o'clock on a weekday evening in October.

The parlour is now such a staple for dates, after-school treats and late-night cravings that its busiest hours during the winter are between 6-10pm. In fact, the winter period between Christmas and Easter accounts for approximately 20% of Subzero’s sales to the public and wholesalers.

Offer Unique Flavours

Llanfaes Dairy’s blackboard menu offers 78 flavours. Their 42 Gastronorm pans are filled with ice cream flavours ranging from vanilla to blueberry ripple and pineapple cheesecake.

With too many flavours to fill the pans, each Sunday, Cole and her team decide which of them will feature during a particular week. This is also a chance to encourage your customers to return for their favourites – and if they’re not available, they'll try something else.

Subzero says they generally stick to a core range of iconic flavours year-round, but enjoy the opportunity to create something new. Battman says, “We use our purpose-built parlour as a tasting station where we offer samples to our customers. We get on the spot feedback.

"As a manufacturer it’s important to tie into trends where it makes sense to do so, but it’s vital that we don’t lose touch with the classics that our customers have loved for over 60 years.”

Offer Seasonal Flavours

Christmas is the perfect time to encourage indulgence. It is also a time when your customers enjoy the familiar flavours of Christmases past – as the popularity of mince pies and Christmas pudding perfectly demonstrates.

And many of the sweet flavours of the festive season are natural partners for ice cream.

There are plenty of seasonal opportunities to provide your customers with something special to entice them back year after year. Halloween is a chance to experiment with the retro flavour of toffee apples. November, in honour of fireworks, allows you to play with smoky, spicy flavours and a riot of colour.

TIP: Experiment with different Monin syrup flavours or try combining them to create new and unique flavour profiles.

Valentine’s Day could be the perfect time to release a champagne sorbet or add a sprightly hit of chilli to your strawberry swirl.

And then, of course, there’s Easter, when chocolate is king. Llanfaes’ most popular flavour uses Cadbury’s Creme Eggs. Subzero’s seasonal offerings include Halloween ice cream “spiders” and “Sweetie Pie” desserts in sundae glasses to celebrate Valentine’s Day.

Cole recommends allowing just enough time for your festive flavours to drum up interest in your brand without outstaying their welcome. Her Christmas flavours are usually available for just six weeks leading up to the main event - just long enough for your customers to try all of them, find a favourite, and come back to sample it again.

Boost Your Fanbase (And Check Out The Competition)

Your business may be closed for a season, but it can’t disappear. Stay in the forefront of your customers’ minds by making an appearance at local festivals and fairs. While many foodie events happen during summer, Christmas markets and festive events are a great opportunity for your regulars to remind themselves just why you’re irreplaceable and how much they’re looking forward to your re-opening.

Cole advises Llanfaes only attends one show during the winter months – the Royal Welsh Winter Fair which brings in visitors from across the country.

Fairs, festivals and shows can introduce your product to potential customers, but market research is crucial before committing to a stall. Ultimately, only you know the needs of your business, so it’s important you choose the right events to maximise exposure and profit.

If travel is not an option, social media can be a lifeline. Cole says she uses Facebook to advertise new flavours, but Instagram is also an excellent vehicle for success. Create your own account and hashtag your brand name to encourage your patrons to like and follow you, take their own images of your food and boost your brand awareness and online visibility.

Article: Our article on Food Festivals contains information and tips on exhibiting at events and the essential equipment you should take with you.

Develop Your USP

For Llanfaes, it’s flavour combinations, while Subzero prides itself on making ice cream an experience for its customers, hosting a number of themed weekends.

Battman says, "We run a Santa’s Grotto during the run up to Christmas where children can pay a visit to Santa, have their face painted as a reindeer and then enjoy a snowman ice cream in the parlour."

Your Unique Selling Point doesn’t have to be complicated. It could be innovative flavours, a vast vegan-friendly range, the promotions you run – or even creating a welcoming space for younger customers with the activities you provide for them.

TIP: Loyalty cards, offering a discount or a free product, are a great way to encourage repeat custom during the "off-peak" season.

Know What Sells

"December is a busy month," says Cole, "but not on a cone."

She means that her customers visit no less frequently, but they buy their ice cream in ice cream tubs and store it in their freezers, perhaps preparing for the months the parlour is closed.

Her customers are also partial to an ice cream cake and Cole attributes most of her December sales to these.

Likewise, Subzero chooses this period to launch a range of take-home products. Battman says these sales through November and December “provide a boost during the calmer months”.

Battman also says the parlour doesn’t serve hot drinks during winter and warns against venturing into areas outside of your direct expertise. He says, “We make our ice cream to be the best it can possibly be. To reach the same level of excellence and consistency in a good cup of coffee is difficult when using ingredients outside of our control.”

However, most coffee machines don't require barista skills to operate, saving complex staff training and allowing you to serve quality coffee every time.